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Few expressions of globalization are as visible, widespread and pervasive as the worldwide proliferation of internationally traded consumer goods. Advertising is not only a useful index to measure globalization, but also a catalyst to increasing interconnections between economies and cultures.
This book presents a comparative analysis of multicultural advertising through an empirical study of advertisements in two geographically diverse commercial regions-Europe and India. Showing that there has been a significant increase i multicultural images, symbols, and texts in advertisements across consumer goods-for the 'elite' as well as the 'less elite' -this book argues that there is a growing congruence of values among different cultures. It suggests that in spite of our differences, we
are moving, at least in the corporate world, toward a larger unity.
Produkteigenschaften
- Artikelnummer: 9780199453566
- Medium: Buch
- ISBN: 978-0-19-945356-6
- Verlag: Hurst & Co.
- Erscheinungstermin: 03.12.2019
- Sprache(n): Englisch
- Auflage: Erscheinungsjahr 2019
- Produktform: Gebunden
- Gewicht: 386 g
- Seiten: 244
- Format (B x H x T): 145 x 221 x 23 mm
- Ausgabetyp: Kein, Unbekannt